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http://www.pointit.com - This presentation covers how to integrate search and email marketing for a comprehensive, successful online marketing campaign.
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Integrating Search & Email Marketing
Jon Lisbin – PrincipalPoint It
Terry Miller – Managing Partner CRM Group
February 18, 2009
Presentation AgendaAbout Point It
• Launched in April 2002
• Seattle’s largest
independent search
marketing firm
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models
Jon Lisbin – Point It
• Search Engine Marketing Stats
• Stages of the Buying Cycle
• Increasing Search Lead Conversions
Terry Miller – CRM Group
• eNurture Situation Analysis
• Sample eNurture campaigns / Case Studies
• Q & A
Presentation AgendaAgenda
Online Marketing ROI
Lead Generation and Nurturing
`Buy Cycle
Corporate Site
content
Lead Gen LP Offer 1
content
Lead Gen LP Offer II
Drip Marketing
• Terry Miller – Managing Partner– 20+ years of experience in sales, marketing and
operations for high technology companies
– Founder and EVP – Mercata.com
• Responsible for marketing, merchandising, site content & design,operations and customer service
– VP of Sales – SuperCede, Asymetrix, Softbank
– Senior Direct Response Positions – Gupta, Broderbund
– Founder and General Manager – Triton Products Company
About CRM Group
Lead Generation and Nurturing
Major Contribution to Lead Generation and Nurturing
• Marketing generates leads from a number of sources
• Sales lacks the resources to follow up on every lead in a timely manner
• Problem: Finding an efficient way to further qualify leads in order to help prioritize sale’s follow up activities
• Solution: Create an eNurture campaign utilizing email
– Get prospects to self-qualify themselves as they respond to a series of calls-to-action featuring differing bars to entry
eNurture Situation Analysis
eNurture Campaign Benefits
• Create a multi-installment email nurture campaign that will provide a framework for effective customer communications centered around your company’s unique value propositions
• Move prospects through the process to becoming qualified leads more quickly and in greater quantities
• Optimize open rates, click through rates and $ per email generated
eNurture Campaign Goals
eNurture Campaign Steps
Evaluation
- Current communication stream
- Objectives- Form- Frequency
Analysis
- Sales cycle data- Conversion rate- Duration- Value
Implementation
- New customer contact strategy
- Timing- Messaging- Calls-to-action
1 2 3
eNurture Campaigns
eNurture Campaigns
Case Study – MNA.com
• eNurturing registrations into paying customers with email
Key FactorsKey FactorsKey FactorsKey Factors•Communication stream evaluation•Data analysis•Revised customer contact strategy
20%
22%
24%
26%
28%
30%
32%
34%
36%
Old contact
stream
New contact
stream
Account activation
• Not now doesn’t mean not ever– Some leads aren’t ready to take action and don’t respond to the
calls-to-action from the eNurture campaign– Cost of acquisition already covered
• Problem: Finding an effective way to continue to communicate with non-responding leads after the eNurture campaign– Continue to present your value proposition without being
annoying
• Solution: Create an email Newsletter program– Maintain mindshare with prospects– Further qualify prospects into leads
eNewsletter Situation Analysis
eNewsletter Benefits
• Create a periodic eNewsletter program that will continue to communicate your value propositions
• Position your organization as a credible supplier by providing information your prospects will value’
– Non-sales approach
– Avoid self-promotion
• Deliver compelling content by allowing the recipients to vote with their clicks
• Continue to mine additional leads from your prospects
eNewsletter Campaign Goals
eNewsletter Campaign Steps
Content
- Categories- Quantity- Type
- Voice/personality
Creative
- Effective communication- Brand supportive- Reinforce personality
Optimization
- Test- Content type- Number of articles- Site traffic drivers- Images, Text, Links
2 3
Strategy
- Objectives- Thought leadership- Leads- Mindshare
1 4
Newsletter Campaigns
Newsletter Campaigns
B-to-C Newsletter
Open Rates
0%
10%
20%
30%
40%
50%
Average Penner-Ash
Case Study – Penner-Ash Winery
B-to-C Newsletter
Click Rates
0%
5%
10%
15%
20%
25%
30%
35%
Average Penner-Ash
Key FactorsKey FactorsKey FactorsKey Factors• Highly qualified audience• Compelling content
• Founded May ’01• Offices in Redmond, WA• Help companies
– Acquire more customers– Sell more to existing customers– Improve their overall email marketing efforts
• Strategy• Content development• Deployment
• www.crmgroupusa.com – 425.827.7526
About CRM Group
CRM Group Email Clients
Integrating Search & Email MarketingQ&A
Jon Lisbin Point It
Terry Miller CRM Group
February 18, 2009
